Prime Video leads Italian pay-TV market with 11m subscriptions
September 25, 2026 10.48 Europe/London By Julian Clover


Prime Video was Italy’s largest subscription video service in July 2026, with an estimated 11 million subscriptions, according to data from Sensemakers.

The figures cover around 14 million users of connected TV services in Italy and provide estimates of subscriptions to the country’s major pay-TV and streaming platforms.

Prime Video’s 11 million subscriptions put it well ahead of Netflix, although the figure includes Amazon Prime customers whose primary reason for subscribing may be benefits such as free delivery rather than access to video.

Netflix was estimated to have 5.75 million subscriptions in July, making it the largest service principally focused on subscription streaming.

The Sky Group followed with a combined 4.3 million subscriptions. Of these, 3.2 million were attributed to the main Sky service and 1.1 million to streaming service NOW.

DAZN had fallen below the two million mark, while Disney+ recorded 1.62 million subscriptions.

More recent entrants remained considerably smaller. HBO Max was estimated at around 500,000 subscriptions, while Paramount+ had approximately 350,000.

The July figures were:

Service Estimated subscriptions
Prime Video 11.0m
Netflix 5.75m
Sky 3.2m
DAZN Below 2m
Disney+ 1.62m
NOW 1.1m
HBO Max 500,000
Paramount+ 350,000
Source: Sensemakers

Italy does not have certified industry-wide subscription figures covering all of its pay-TV and streaming services, meaning the Sensemakers figures should be regarded as market estimates rather than operator-reported subscriber totals.

The figures nevertheless underline the scale of Prime Video’s reach in Italy and the substantial gap between established services Netflix and Sky and newer subscription platforms HBO Max and Paramount+.